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For nonprofits, LinkedIn can be a development and outreach goldmine. It is a tool that boards, executives, and staff must understand because e-based outreach will be the norm. LinkedIn is the one social medium geared to business people interested in professional development and connections. It links 175 million personal profiles that can be tapped according to interest, specialty, location, and background.
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5 Ways to Ratchet Up Your Fundraising Using LinkedIn
Geri Stengel, Marc W. Halpert & Maria Semple
October 2, 2012
Sponsored by: A Service
Of:
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Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
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Today’s Speakers
Marc Halpert Managing Partner
Your Best Interest
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Maria Semple Principal
The Prospect Finder
Geri Stengel President
Ventureneer
5 © 2012 Ventureneer. All rights reserved.
5 Ways to Ratchet Up Your
Fundraising Using LinkedIn Nonprofit Webinars
October 2, 2012 Marc Halpert, Maria Semple, Geri Stengel
6 © 2012 Ventureneer. All rights reserved.
Agenda
• The Lay of the Land • Looking Your Best • Finding What You’re
Looking For • Getting That All
Important Intro • Case Study: Finding
Donors, Board Members and Partners
• Building Relationships • Other LinkedIn Uses • Q&A
7 © 2012 Ventureneer. All rights reserved.
A Roadmap to Successful Use of Linked in 5 Steps
1. Polish your profile so you and your organization shine bright
2. Increase your visibility with keywords
3. Research potential major donors
4. Meet the people you want to know
5. Build long-term relationships
8 © 2012 Ventureneer. All rights reserved.
The Lay of the Land
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Nonprofits Not Taking Advantage of LinkedIn’s Abilities
7%
23%
29%
14%
43%
10%
44%
52%
38%
Research Database Get Introduction Talent Recruitment
Nonprofits Small Businesses Power Users
Source: Ditch Digital Dabbling: How Small Businesses + Nonprofits Can Master Online Marketing
10 © 2012 Ventureneer. All rights reserved.
LinkedIn Usage and Effectiveness
51%
11%
70%
15%
80%
39%
Use Very Effective Rating
Nonprofits Small Businesses Power Users
Source: Ditch Digital Dabbling: How Small Businesses + Nonprofits Can Master Online Marketing
11 © 2012 Ventureneer. All rights reserved.
The More You Put In the More You Get Out
Nonprofits Power Uses
44%
31% 17%
70%
Complain
Fully Embraces
Source: Ditch Digital Dabbling: How Small Businesses + Nonprofits Can Master Online Marketing
12 © 2012 Ventureneer. All rights reserved.
Your Whole
Organization Needs to
Look Its Best:
Especially You
13 © 2012 Ventureneer. All rights reserved.
Goal: How to Make LinkedIn Tell Others
14 © 2012 Ventureneer. All rights reserved.
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30 © 2012 Ventureneer. All rights reserved.
31 © 2012 Ventureneer. All rights reserved.
Your Whole
Organization Needs to
Look Its Best:
Especially You
32 © 2012 Ventureneer. All rights reserved.
©Marc W. Halpert | All rights reserved | www. connect2collaborate.com | www.linkedin.com/in/marchalpert | Sep 2011
Volunteer Experience & Causes
33 © 2012 Ventureneer. All rights reserved.
Free LinkedIn Apps
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Just Some of the Free LinkedIn Apps
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Make a Company Profile Page
36 © 2012 Ventureneer. All rights reserved.
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To learn more about
company profile pages
for nonprofits, see:
http://connect2collaborate.
wordpress.com/why-linkedin-
company-pages-matter-to-
non-profits/
38 © 2012 Ventureneer. All rights reserved.
Finding What
You’re Looking For
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Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
40 © 2012 Ventureneer. All rights reserved.
LinkedIn Advanced Search
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Search Rutgers Graduates, Accounting, Within 25 Miles
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Focus: 1st Degree Connections, 2nd Degree
Connections and Members of My Shared Groups
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Search Yielded 157 Results. YOURS different.
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Save Your Searches! Puts LinkedIn on auto-pilot for You
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Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
46 © 2012 Ventureneer. All rights reserved.
Peruse List – Find Opportunities for Intro
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Getting That Intro
• Use LinkedIn’s Built-in system for connecting through a
contact
• Invite the person to connect directly with you. Make sure you
personalize the invitation to connect
• Old School works too: Call your 1st degree contact to see how
well they know your prospect and would be willing to initiate an
introduction on your behalf
48 © 2012 Ventureneer. All rights reserved.
Several Ways to Prospect
• Using Advanced Search Feature
• Mining Your First Degree Connections
• Finding and Mining Groups
49 © 2012 Ventureneer. All rights reserved.
How to Find Groups
• Use the Search box and begin typing in words describing what
you are looking for. (Don’t forget to change the drop down
menu to ‘groups’)
• See what Groups your own 1st degree connections are joining.
They may be right for you, too!
50 © 2012 Ventureneer. All rights reserved.
Animal Nonprofit Wants People Interested in Pets
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What to Do Once You’ve Joined a LinkedIn Group
• Monitor the Discussions and participate where you can add
value
• Start your own Discussions about topics of interest to this
Group
• Share your Upcoming Events within Groups. Events can be
listed in LinkedIn or you can even share a URL to an event
description online. Your choice!
52 © 2012 Ventureneer. All rights reserved.
How to Keep up With Group Discussions?
• In Account settings link, decide on the frequency of group
digest emails. No Email; Weekly; or Daily. Find the setting
that feels comfortable and won’t overwhelm you
• Some Groups are “Members Only” and require approval to
join. Discussions are seen only by members of this Group.
(Look for the lock symbol)
53 © 2012 Ventureneer. All rights reserved.
Sample Group Profile
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Inviting Group Members to Connect With You Directly
• Use LinkedIn’s filtering tool to help you find members where
you are 2nd degree connected
• Peruse those 2nd degree connections and broaden your
network further by sending an invitation to connect with you
55 © 2012 Ventureneer. All rights reserved.
Mining Groups for 2nd Degree Connections
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Case Studies
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Board Connect: Tapping 2nd Connections
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Sample InMail Note
Dear xxx,
We share a number of connections on LinkedIn, and an interest in XXX.
I’m on the board of Praxis Housing, a homeless organization in NYC. I
am looking for good people to help with this great organization,
including opportunities from serving on a committee to joining our board.
Please let me know a good time to speak and your phone number.
Regards,
Geri
63 © 2012 Ventureneer. All rights reserved.
Building
Relationships
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Different Medium Same Rules
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Other LinkedIn Uses
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LinkedIn Today
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A Roadmap to Successful Use of Linked in 5 Steps
1. Polish your profile so you and your organization shine bright
2. Increase your visibility with keywords
3. Research potential major donors
4. Meet the people you want to know
5. Build long-term relationships
68 © 2012 Ventureneer. All rights reserved.
Resources
• 5 Ways to Make LinkedIn Board
Connect Work for Your Nonprofit
• Putting LinkedIn to Use for Your
Nonprofit
• LinkedIn Board Connect
• LinkedIn’s Learning Center for
Nonprofits
69 © 2012 Ventureneer. All rights reserved.
Connect With Us
Name Social Media
Geri Stengel http://www.linkedin.com/in/geristengel
http://www.facebook.com/Ventureneer
http://twitter.com/#!/ventureneer
Marc Halpert http://www.linkedin.com/in/marchalpert
http://www.connect2collaborate.com
http://twitter.com/#!/marchalpert
Maria Semple http://www.linkedin.com/in/mariasemple
http://www.facebook.com/TheProspectFinder
http://www.twitter.com/#!/mariasemple
Text PROSPECT to 22828 for research tips.
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